Vendor website gui for marketing greeting cards

ABSTRACT

A method includes displaying, by a display screen, a front view of a card. The front view includes a front plan view in which a front surface of the card appears to be parallel with a front surface of the screen. The card is portrayed on the screen as rotating oscillatorily while remaining less than 90 degrees from the front plan view.

CROSS REFERENCE TO RELATED APPLICATION

This is a continuation of U.S. application Ser. No. 15/015,192, filedFeb. 4, 2016, which is a continuation of U.S. application Ser. No.14/203,909, filed Mar. 11, 2014, now U.S. Pat. No. 9,292,175, whichclaims the benefit of U.S. Provisional Application No. 61/901,484, filedNov. 8, 2013. All of the above applications are hereby incorporatedherein by reference.

TECHNICAL FIELD

This relates to a computer-based graphical user interface (GUI) formarketing design products to a customer on a website and enabling thecustomer to customize the design products. The design products may be,for example, art prints, business cards, posters, flyers, brochures,stationery, calendars, event invitations, personal journals, andgreeting cards.

BACKGROUND

Vendors of greeting cards have websites that provide a graphical userinterface (GUI) for marketing greeting cards. A customer uses the GUI toupload a photograph and select a greeting card template. The websitecombines the photograph with the template to yield a customized greetingcard that the customer can purchase.

SUMMARY

A system stores, in a database, different stock templates and also, foreach stock template, a stock image to be displayed with the template.The system receives a user-designated image. The system then displaysitems simultaneously. Each item incorporates a different one of thestock templates along with the respective template's stock image. Thesystem provides an image selector that is in a first position andcapable of being switched by the user to a second position. Each time auser switches the selector to the second position, the system transformsthe images in the displayed items simultaneously to the user-designatedimage. Each time the user switches the selector to the first position,the system transforms the images in the displayed items simultaneouslyto the items' respective stock images.

In another example, the system displays greeting cards simultaneously,each card incorporating a different one of the stock templates alongwith the respective stock text. The system receives user entry of afirst user-designated text, and replaces the stock texts in all thedisplayed cards simultaneously with the first user-designated text. Thesystem then receives user entry of a second user-designated text, andreplaces the first user-designated text in all the displayed cardssimultaneously with the second user-designated text.

In yet another example, the system displays, on a display screen, afront view of a card for sale. The front view includes a front plan viewin which a front surface of the card appears to be parallel with a frontsurface of the screen. The front view further includes the card beingportrayed on the screen as rotating oscillatorily while remaining lessthan 90 degrees from the front plan view

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example system for customizing andselecting greeting cards.

FIG. 2 is a flow chart of a method implemented by the system of FIG. 1for customizing and selecting greeting cards.

FIG. 3 is an image designation window with which a user designates oneor more images.

FIG. 4 is a criteria designation window with which a user designatescriteria for searching greeting card templates in a database.

FIG. 5 is a greeting card display window for displaying (i) greetingcards that include templates found in the search and (ii) menus withwhich a user modifies the displayed cards.

FIG. 6 shows an optional way of displaying the greeting cards in thecard display window, in which the cards are portrayed as swinging from aribbon.

FIGS. 7A and 7B show an optional way of displaying the greeting cards inthe card display window, respectively showing a flat view and a bentview of a displayed greeting card.

DETAILED DESCRIPTION

A graphical user interface (GUI) is used for selecting and customizingproducts that are decorated with an ornamental design. The GUI displaysproduct items, with different candidate design templates, to a user suchas a potential customer. The user uses the GUI to customize the designsof the displayed product items, to select one of the items, and topurchase a product with the customized design.

The product items may be, for example, art prints, business cards,posters, flyers, brochures, stationery, calendars, event (e.g., weddingand party) invitations, personal journals (with a decorative cover andblank inner pages for writing in), and greeting cards. These designproducts typically comprise printed paper medium and have a utilitarianfunction, such as providing information (e.g., regarding a contact, ascheduled event and personal notes). In this example, the products aregreeting cards.

FIG. 1 is a block diagram of an example system 100 for implementing thewebsite. The system includes a non-transitory hardware server 101 thathas at least one processor 102. The processor executes programinstructions of software code. The code is stored on a non-transitoryhardware computer readable data storage medium 103 such as a computerhard drive device, to implement the GUI. In this example, the serverhosts a website, associated with a greeting card vendor (merchant), thatprovides the GUI.

Besides storing the software code, the storage medium includes adatabase 104 that stores images and text provided by the user. Thedatabase 104 also stores design templates and data relating to eachtemplate. For each template, the data includes features such as a stockimage set (one or more stock images to be included in the template),different possible stock greetings (text heading on a card's frontindicating the primary subject or purpose of the card), differentpossible stock messages (sentences following the greeting), anddifferent stock colors to accompany the template. For each template, thedata further includes different rankings that differ from each other interms of which statistical method the respective ranking was derivedwith (such as whether derived from popularity analysis and or machinelearning) and that differ from each other in terms of the sampledpopulation (e.g., whether the population comprises all customers or isspecific to a demographic group or to a geographic area or to thecurrent customer requesting a search).

The database 104 also stores information about ancillary merchandiseitems. Ancillary merchandise items are products that are not what theuser is searching for. In this example, where the user is searching forgreeting cards, example ancillary items are typically print-on-paperitems such as business cards, posters, flyers, brochures, stationery,calendars, event invitations, and personal journals. Examples ofancillary items that are not print-on-paper are stationery-relatedproducts (e.g., pens and rulers) and non-stationery-related products(e.g., clothing items imprinted with images and text).

The GUI is provided on a user's computing device 110. Examples of usercomputing devices are a personal computer (PC) and a mobilecommunication device such a smart phone. Each user device has aprocessor 111 and a data storage medium 112. It also has a userinterface that includes a display screen 113 and a user input device114. The input device 114 may include a mouse, a keypad and atouch-screen for inputting user entries. The user device may communicatethrough a network such as the Internet 120 with the web server 101 thatimplements the website GUI. Alternatively, some or all of the softwarecode for implementing the GUI may be stored in the data storage medium112 of the user device 110 and executed by the user device's processor111, such that a server or network connection is unnecessary.

FIG. 2 is a flow chart of an example method for implementing the GUI. Inthe method, the user uses the GUI to upload images 201, selects stockimages 202, and designate search criteria 203. Based on the searchcriteria, the server searches items in its database, ranks them, andfilters them 204, and displays them 205. The user uses the GUI totransform images in the items 206, change the items' features 207,rearrange them and delete some of them 208, and purchase the displayeditems that remain on the display 209.

FIG. 3 shows an example image designation window 300 of the GUI. It isused by the user to designate images (e.g., photos) to be inserted inthe greeting card templates. Clicking on a “Browse Personal Directory”icon 301 in the window 300 accesses the user's computer directory, fromwhich the user may select one or more images to upload to the websiteserver. Clicking on a “Browse Stock Images” icon 302 in the window 300causes the GUI to display a variety of stock images (e.g., photos) thatare stored in the server, from which the user may select one or morestock images. Clicking on an external-website link 303 in the window 300opens another website that has images, such as a website that holds theuser's personal photographs, for the user to import images from theother website into the image designation window 300 of the presentwebsite. Similarly, the other website may have a link to the presentimage designation window 300 to export images from the other website tothe present image designation window 300. Clicking on an imageapplication link 304 opens an image-containing and image-generatingapplication on the user's own device, from which images can be imported.The user may also copy-and-paste images from other websites, or fromother applications on the user's device, into the window 300. The usermay also drag-and-drop images from other websites or other applicationsinto the window 300.

The images 320 that are imported into the image designation window 300(in the various ways described above) together comprise“user-designated” images. The user may drag the user-designated images320 to distribute them into one or more image set boxes 311, 312, 313 inthe image designation window 300. In this example, the first image setbox 311 contains a first image set 321, the second image set box 312contains a second image set 322, and the third image set box 313 has notyet received any images from the user. In each designated image box 311,312, 313, the user may also delete images, duplicate images, rearrangetheir order, and drag 305 them to another image set box.

The user may use software application features of the GUI to providecolor adjustment, red-eye correction, transformation into sepia orblack-and-white, cropping, rotation, aspect ratio adjustment, and otherimage processing operations. Some or all of the image processing can,alternatively, be done by the server without user input.

FIG. 4 shows an example criteria designation window 400 for the user todesignate criteria that the program will use to search, rank and filterthe database's stock images. The window 400 displays an indication 401to the user that the following search will be for “greeting cards”. Thewindow 400 displays virtual buttons 411, 412, 413, each assigned adifferent category name (Christmas, etc.), to be clicked on to selectthe respective category. Category names can, for example, specify aholiday (e.g., Christmas), life event (e.g., birthday), design style(e.g., classical or modern), mood (e.g., funny, thoughtful), text font,card color, card-structure (e.g., single-fold, foil laminated) or carddimensions (height and width).

Additionally or alternatively, the criteria designation window 400 mayinclude a dropdown feature selection menu 421 displaying a list of cardfeatures (e.g., greeting, dimensions, color, mood, peripheral shape,number of images, font, structure and style). When the user selects oneof the features, a “Select Option” dropdown menu 422 displays a list ofcategory options relating to the selected feature, for the user tochoose from. For example, selecting the “Greeting” feature might yieldthe options “Merry Christmas”, “Happy Birthday” and “Type your greetinghere”. Selecting a “Message” feature might yield different suggestedmessages, along with “Type your message here”. Selecting a “Color”feature might yield different suggested colors, or color combinations(e.g., “red & green”) or a non-color term (e.g., “American flag” or“Christmas”) that is associated with colors for the card to have (suchas red, white and blue for flag, and green and red for Christmas).

The criteria designation window 400 also displays a “Search String”field 423 for typing a search string. The search string may be, forexample, a server-designated category like the categories listed above.Or the search string may be a term that is not a category, such as agreeting phrase to be compared to the stock greetings. Or the searchstring may be a key word to be compared to key words assigned in thedatabase to each template.

The server 101 (FIG. 1) searches the stock templates in its database 102for templates that match the user-designated search criteria and ranksthe templates for closeness of match. The server also filters (narrows)the full database of templates down to a displayable number, in thiscase nine, of templates that best match the user's criteria. Thedisplayable number may be designated by the user in the criteriadesignation window 400. Or the displayable number may be mathematicallydetermined by the server based on data regarding the particular user andresults of the search. The ranking and filtering may include preferringtemplates whose space for containing the greeting and message bestmatches the length of the user-designated greeting and user-designatedmessage or whose style matches a mood indicated by wording of theuser-designated greeting and user-designated message. The ranking andfiltering may be further based on features of the user-designated imageor images, such as the image's shape, size, aspect ratio (height towidth), style, color range (e.g., large color variety, small colorvariety, just black-and-white), color palette (e.g., which colorsincluded), art-type (e.g., whether line drawing, painting orphotograph), how cluttered (e.g., finely detailed or bare), type of mainfeature (e.g., whether people, things or landscape), and number ofselected photos to include in the card.

The same ranking and filtering scheme used for determining the mostclosely matching greeting cards may be used to determine a predeterminednumber, in this case three, of the ancillary merchandise items from thedatabase 102 that most closely match the user-designated criteria.

FIG. 5 shows an example card display window 500 that displays the ninegreeting cards 501 that incorporate the best matching templates. Eachtemplate is displayed along with its stock images, of which there may bezero, one or more stock images. Since each template may be assignedmultiple alternative feature options (e.g., different stock greetings,stock messages and stock colors), the server selects the stock featurefor each template that best matches the search criteria. The threeserver-selected ancillary items 511 (in this example an envelope,calendar and cap) are also displayed.

The twelve displayed items—nine greeting cards 501 and three ancillaryproducts 511—are arranged in the window 500 in an array (matrix) whosedimensions (number of rows R and number of columns C) are determined bythe server to best match the number and shapes of displayed items. R andC are preferably at least two, and are respectively three and four inthis example. Each card's location on the array may be based on one ormore of its ranking values.

The ancillary items 511 occupy locations (positions) of the array thatare interspersed among the cards 501. The interspersing may be achievedby, for example, the following features: At least one, and preferablyall, of the ancillary items 511 has at least two, and preferably atleast three, and more preferably at least four vertically-neighboringand horizontally-neighboring locations occupied by a greeting card 501.For some or all of the ancillary items 511, no two ancillary items arein vertically-neighboring or horizontally-neighboring ordiagonally-neighboring array locations. This arrangement of ancillaryitems 511 being intermingled with, and on the same array grid as, thegreeting cards 501 helps give the user an impression that the ancillaryitems 511 are part of the search results for the user-requested search,as opposed to merely advertisements unrelated to the user-requestedsearch.

The GUI includes an image selector 530, to be actuated with the inputdevice 114 (FIG. 1) for transforming the images in the cards. In thisexample, the selector 530 includes a virtual slider button 531 that canbe grabbed with the mouse or finger (if touch screen) and slid along ahorizontal virtual track 532. The selector 530 has a finite number ofbutton positions that equals the total number of available image sets,which itself equals the number of user-designated image sets (in thiscase two: 321 and 322 in FIG. 3) plus the stock image set that the cards501 are initially displayed with. So, in this example, the selector 530has three positions 541, 542, 543. The button 531 is initially in afully left “first” position 541 (“1”) when the image set in each card isthe respective stock image set. Movement of the button 531 rightward, ina “forward” (rightward) direction to a “second” position 542 (“2”)causes the images in each card 501 to undergo a first forwardtransformation (transition) to the first user-designated image set 321(FIG. 3). Movement of the button 531 further “forward” (rightward) to a“third” position 543 (“3”) causes the images in each card 501 to undergoa second forward transformation to the second user-designated image set322 (FIG. 3). If a card 501 has more image spaces to fill than there areuser-designated images in the respective image set, remaining spaces inthe card will be left blank instead of retaining their stock images.

The displayed ancillary items 511 can, like the displayed cards 501,have spaces that initially hold stock images. Those stock images in theancillary items can, as in the cards, be replaced with the first imageset 321 (FIG. 3) during the first forward transformation and replacedwith the second image set 322 (FIG. 3) during the second forwardtransformation. This reinforces the impression to the user that theancillary items 511 are associated with, belong with, and thereforeshould be purchased with, the cards 501.

Movement of the slider button 531 in a reverse (leftward) direction fromthe “3” position to the “2” position causes the second user-designatedimage set 322 in each item 501, 511 to undergo a reverse transformationto be replaced with the first user-designated image set 321. Furthermovement of the slider button 531 in the reverse direction to the “1”position causes the first user-designated image set 321 in each item501, 511 to be replaced by the initial stock images.

In each forward and reverse transformation, all items 501, 511 aretransformed simultaneously. Each transformation is gradual, such thatthe user can perceive each prior image gradually disappearing whilebeing gradually replaced with the next image. Progress in eachtransformation corresponds to the position of the slider button 531. Forexample, a transformation of all items' images is X % complete when thebutton 531 is X % of the way from its previous position to its nextposition. Accordingly, the rate of forward or reverse transformation isproportional respectively to the speed of forward or reverse movement ofthe button 531. Further accordingly, the user can cause a transformationto progress only halfway (without reaching the next image set) and thenreturn to the previous image set, by moving the button 531 only halfwayfrom a previous position to the next position and then returning thebutton 531 to the previous position. Alternatively, the rate of eachtransformation may be predetermined to occur gradually over the courseof a set time (e.g., half a second), independent of speed of thebutton's movement.

Operation of this selector 530 provides user control of thetransformation process, which is amusing to the user and gives the userthe impression of being in control of the design customization. It alsohelps the user appreciate how well his/her designated image set 321 goeswith each item 501. It also facilitates a comparison of how well auser-designated image 321 goes with each item 501, 511 relative to thestock image that the item designer considered optimal for that item. Italso facilitates comparison of how well one user-designated image set321 goes with each item 501, 511 relative to another user-designatedimage set 322 that the user him/herself previously considered optimalfor that item.

Alternatives for the image selector 530 are as follows: The imageselector may be one or more hardware or virtual keyboard keys, such asby pressing a right carrot key (>) to trigger each successive forwardtransformation and pressing a left carrot key (<) to trigger eachsuccessive reverse transformation. Alternatively, the GUI feature thatcauses the transformations may be movement of a cursor along a virtualstationary track, without showing any button, in a forward direction tocause a forward transformation and in a reverse direction to cause areverse transformation. Alternatively, a user can select (such as byclicking or touching) one of the image boxes 311, 312 to cause all ofthat box's images to replace the images in all displayed itemssimultaneously. Alternatively, the forward transformation may occurautomatically, soon after the items 501, 511 are displayed, and not betriggered by user input.

In a variation from the above example where all templates are initiallydisplayed with their respective stock images, one or more of thetemplates can be initially displayed with the user-designated images.Cards embodying the template designer's image picks are thusintermingled with cards embodying the user's image picks. This gives theuser a feeling that he/she is working in conjunction with the templates'professional designers, and that the user's work product is on par withthat of professional designers.

Even after the image transformations have occurred, the user can addimages to and delete images from the image set boxes 311, 312, 313. Theuser can also drag 305 (FIG. 3) images 320 from one box 311, 312, 313 toanother and re-order images within a box. All displayed items 501, 511will then be immediately transformed simultaneously in accordance withrearrangement of the images in the relevant box. Each item will betransformed such that the item's N images will be replaced with first Nimages from the relevant box 311, 312, 313, with the sequence the imagesappear in each item 501, 511 matching the sequence the images 320 appearin the box, and with all transformations occurring to all the items 501,511 simultaneously.

While the items 501, 511 are displayed, the user can apply changes toall items 501, 511 using a feature-modification section 550 of the carddisplay window 500 as follows: The user can open a dropdownfeature-selection window 551 displaying a list of features (e.g.,greeting, message, font, color). When the user selects one of thefeatures, a feature-options dropdown menu 552 displays a list of optionsrelating to the selected feature for the user to choose from. Forexample, if the user selects the “Greeting” feature, the option list canbe “Merry Christmas”, “Thank You”, “Happy Birthday” and “Type yourgreeting here”. When an option is selected, such as the user typing agreeting in the “Type your greeting here” option, each item's greetingchanges to the selected greeting for all displayed items 501, 511simultaneously. If the user selects the “Color” feature, the option list552 may be, for example, “Red”, “Green” and “Type a color here”. Or, theGUI may display a color wheel from which the user can select a color.The color selection may affect color or color tint of background or textor image, in either a user image or stock image for all itemssimultaneously. The “Options” menu 552 for the “Color” feature mightalso include a non-color term (e.g., “American flag” or “Christmas”)that is associated with colors for the card to have (such as red, whiteand blue for flag, and green and red for Christmas).

Additionally or alternatively, the feature modification section 550 mayinclude a color selector comprising squares 560 of different colors.Selecting (e.g., clicking or touching) a square applies that square'scolor to all displayed items 501, 511.

A list of features (e.g., greeting, font, background, image) may appearbeside the colored squares 560 for the user to select which of thecards' feature the selected square's color will be applied to.Alternatively, the server 101 (FIG. 1) may designate, individually andindependently for each item 501, 511, which feature the user-selectedcolor should be applied to, so that the color is applied to differentfeatures (e.g., greeting, background, image) in different cards. Thisdetermination by the server 101 may be based on an algorithm or rulesformulated for each card template individually, by the template'sdesigner, based on what features the designer considers, from artisticconsiderations, are most suitable for color change. So, as an example,if red is selected, the greeting of only some cards is reddened, thebackground of only some other cards is reddened, and the user-selectedimage of only some other cards is reddened.

The feature change may occur gradually, so that the user can perceive aprevious greeting gradually disappearing while being gradually replacedwith the new greeting.

The feature modification section 550 may appear continuously in the itemdisplay window 500 or may appear in a pop-up dialog window (not shown)so as not to take up space in the item display window 500 when not used.

Like the image transformations, any feature change applied to thedisplayed cards 501 may be concurrently applied to the displayedancillary items 511. For example, if an ancillary item 511 is anenvelope, calendar, or cap, its features (e.g., greeting, color) may bechanged simultaneously with the changes in corresponding features in thedisplayed cards 501. Having the ancillary items 511 changesimultaneously with and in agreement with the changes in the cards 501gives the user an impression that the ancillary items 511 are associatedwith and belong with the cards 501 and should therefore be purchasedalong with the cards, even though the user was initially searching foronly cards.

After the present web session ends and the user logs off from thewebsite, the image sets 321, 322 are stored in the server's database 102(FIG. 1) and associated with the user's account with the website. Thoseimage sets 321, 322 will be displayed and available to the user when theuser logs on to the website again, for the user to use in a subsequentsession, unless and until the user deletes the images from the imagesets 321, 322. Accordingly, the image sets 321, 321 remain available tothe user from session to session.

The GUI enables the user, before or after image transformations andfeature changes have been done, to drag the items 501, 511 to rearrangethem on the array, which changes the positions of the items 501, 511 inthe array. The rearrangement may be done, for example, to arrange theitems in order of user preference.

The GUI also enables the user to delete items 501, 511 from the array,leaving only a subset of the previously displayed items. So, in thisexample, the initial set of nine cards 501 and three ancillary items 511may be narrowed to only cards or to only ancillary items, or to one ortwo cards with one or two ancillary items. The set of items 501, 511that have been thus rearranged and reduced in number can be then furthermodified (changed, transformed) by the user using the same changes andtransformations explained above. The subset of items can be furthernarrowed by successively eliminating items from the array until evenonly one last item (either a card or an ancillary item) is left. Andeven that one last item may be modified by the user using the same imagetransformations and feature changes explained above for the initial setand subset.

Each time one or more items are eliminated from the array, the servermay reconfigure the array dimensions based on the reduced number ofitems to be viewed. For example, the initial 3×4 (three row by fourcolumn) array to handle 12 items may be changed to 2×3 if only six itemsare left. Alternatively, since the user might keep track of each itembased on that item's position, the GUI may keep retained items in theirprevious array positions as other items are deleted, leaving emptyspaces where the deleted items previously were.

Each card is displayed in front plan view, in that the card's frontsurface appears to be parallel with the display screen's front surfaceand faces directly forward. Each displayed card is essentially only twodimensional. That is because each card's peripheral surfaces (i.e., topsurface, bottom surface and two opposite side surfaces) have negligiblethickness (essentially paper thin) and carry no information or design.So tilting a card (by computer animation) on the display screen 500 todisplay its peripheral surfaces to the user provides the user no usefulinformation regarding the peripheral surfaces. However, tilting the carddoes provide the user information about its front surface, including aclearer understanding of the front surface's texture (e.g., fine orcoarse), contour (e.g., if embossed and debossed sections, andespecially if blind embossed and debossed), reflectivity and shine, andhow it changes shade and brightness when reflecting light from differenttilt angles. Tilting the card on the display screen 500 also gives theuser a better feel and understanding of how the physical card willappear when in the hands of a recipient, since the card's designfeatures (e.g., images, text and other motif lines) can give differentimpressions when viewed at different angles, which a front plan viewmight not convey. If a card has a laminate added to it, such as shinyfoil, card rotation gives the viewer an idea of the thickness of thefoil, which a front plan view cannot convey.

Accordingly, as shown in FIG. 6, the GUI implements computer animationto portray each card 501 as rotating (tilting, swinging) oscillatorily(in an oscillating manner back and forth). This rotation is indicated bydouble-headed arrow 600 and dashed lines 604 suggesting forward andrearward swinging of each card. This rotation may be about a horizontalaxis that reveals the card's top and bottom surfaces 601, 602 or about avertical axis that reveals the card's side surfaces 603. Or the rotationmay be about both horizontal and vertical axes or about a diagonal axis(neither horizontal nor vertical) that gives a perspective view showingall four peripheral surfaces. The rotational axis may be on the card sothat one section of the card swings toward the viewer while anothersection of the card swings away from the viewer. Or the rotational axismay be above or below or alongside the card such that all sections ofthe card swing toward the viewer at the same time, and swing away fromthe viewer at the same time. The card 501 may rotate continuously in onedirection to make multiple full 360 degree rotations in one direction,or may rotate oscillatorily. If rotating oscillatorily, the card mayremain less than 90 degrees from front plan view, so that its backsurface remains unseen, and preferably less than 15 degrees from frontplan view. The rotation may appear to be systematic with uniformfrequency and amplitude. Or the rotation may appear random and haphazardwith varying speed and varying amplitude as if caused by the wind.

The GUI may portray the cards 501 as levitated in air without support(as in FIG. 5), or suspended by some suspending device. In FIG. 6, forexample, the cards 501 are suspended by clothespins 620 from a ribbon621, and appear to be swinging forward and backward. They may alsoappear to be swinging at different frequencies and amplitudes and out ofphase from each other, which gives the impression they are swinging dueto wind and inertia. In the example of FIG. 6, the rotational axis foreach card 501 is along the ribbon above the cards. Since the ribbon isbowed, the rotational axis is at a different angle (relative tohorizontal) for each card. To enhance the appearance of realism, thecards' top edges 601 are neither parallel to each other nor perfectlyhorizontal, due to the ribbon's bow and the cards are suspended by theclothespins 620 in an imprecise way.

All the cards 501 may appear to move, as described above, continuously.Alternatively, each card 501 may initially be stationary and startmoving only when it is selected (e.g., clicked or touched) by the user.This simulates the card being disturbed by the user's touch. Oncestarted, the movement may gradually decrease (dampen), reaching a fullstop by perhaps 2-4 seconds as an actual card would. Having the cards501 remain stationary except when disturbed by the user may providethree advantages: 1) facilitates scrutiny of each card, 2) reducesmental distraction relative to having too many things continuallymoving, and 3) enhances realism.

The ancillary items 511 may rotate in the same manner as the cards 501,to reinforce the impression that the ancillary items 511 are associatedwith and belong with the cards 501.

FIG. 7A is an expanded view of one of the displayed cards 501 of FIG. 5.The image 501 of the card in FIG. 7A is a front flat image 701 in thatit shows a front surface 731 of the card lying flat. This flat image maytransition through a forward transition into a bent view image 702 shownin FIG. 7B in response to a first trigger. The bent view image 702 maytransition through a reverse transition back into the flat view image701 in response to a second trigger.

The first trigger may comprise a selection (such as clicking ortouching) by the input device 114 (FIG. 1) of an icon on the displaywindow 500 (FIG. 1). The icon for the first trigger may be the phrase“SHOW BACK” 711 displayed above the first image 701, and the icon forthe second trigger may be the phrase “HIDE BACK” 712 displayed above thesecond image 702. The triggers may alternatively be clicking or touchingthe card 501 itself or swiping across the card 501.

The flat and bent view images 701, 702 together comprise a transitionalimage that simulates an actual (physical, paper) card as follows: Theflat image 701 has the same shape and appearance (in terms of peripheralshape and graphic content) as an actual card offered for sale, althoughit might differ in size. The bent image 702 has the same shape andappearance as the flat image 701, except for a lift tab section 730 thatsimulates a corner of the card being lifted away from the plane of thedisplay screen and bent over so as to both cover (hide) only a portionof the front surface 731 of the card and expose (reveal) only a portion732 of the rear surface of the card 501.

The card 501 has opposite first and second vertical edges 741, 742 andopposite first and second (top and bottom) horizontal edges 743, 744.The entire first vertical edge 741, the entire first horizontal edge743, only a portion 760 of the second horizontal edge 744 and only aportion 766 of the second vertical edge 742 occupy the same pixels inthe bent view 702 as they respectively do in the flat view 701.

The first transition (from the flat view 701 to the bent view 702) andthe reverse transition (back to the flat view 701) may be instantaneous.Or they may be animated and gradual such that a viewer may perceive thelift tab section 730 appearing, over the course of a predetermined time(e.g., ⅓ second), to be lifted away from the plane of the screen 500 andover, to arrive at its position shown in the bent view 702. Beinggradual helps the viewer understand the bent card view's relationship tothe flat card view.

The lift tab section 730 in the bent view 702 of FIG. 7B, as it appearsto the viewer, is bounded by a lower rounded edge 761, a somewhatvertical edge 762, an apex 763 (corner), a somewhat horizontal edge 764,an upper rounded edge 765, and a slanted line 767. The slanted line 767extends from the upper rounded edge 765 to the lower rounded edge 761.

All graphic content, such as pictures and text, on the front surface 731that is not covered by the lift tab 730 remains unchanged and unmovedwhen transitioning from the flat view 701 to the bent view 702 and backagain. In other words, the output of each pixel of the card 501, that isnot covered by the lift tab 730, is the same when in the bent view 702as when in the flat view 701.

Although, in this example, the lift tab 730 is shown at the card'sbottom right corner, the lift tab could equivalently be at the card'sbottom left corner, top left corner or top right corner. If the userselects (e.g., clicks or touches) one corner of the card, that cornermay be designated by the GUI as the corner to lift.

The user may then select the remaining items on the display window 500for purchase. The user provides payment and delivery information to theserver 101. The selected items are then delivered (provided) to theuser.

The components and procedures described above provide examples ofelements recited in the claims. They also provide examples of how aperson of ordinary skill in the art can make and use the claimedinvention. They are described here to provide enablement and best modewithout imposing limitations that are not recited in the claims. In someinstances in the above description, a term is followed by asubstantially equivalent term enclosed in parentheses.

1. A method comprising: displaying, by a display screen, a front view ofa card, the front view including (i) a front plan view in which a frontsurface of the card appears to be parallel with a front surface of thescreen and (ii) the card being portrayed on the screen as rotatingoscillatorily about an axis while remaining less than 90 degrees fromthe front plan view, wherein the oscillatory rotating causes the card'sfront face to appear nonparallel to the screen's front surface, and thecard has negligible thickness such that side surfaces of the card do notembody a design or information that is revealed by the rotation.
 2. Themethod of claim 1, wherein the card appears to be hanging and swingingfrom a suspending structure, such that the axis is horizontal and abovethe card.
 3. The method of claim 1, wherein the suspending structureincludes a ribbon and an attachment device that appears to attach thecard to the ribbon.
 4. The method of claim 1, wherein the axis is avertical rotational axis.
 5. The method of claim 1, wherein the axis isa horizontal rotational axis.
 6. The method of claim 1, wherein the axisis a diagonal axis that is neither vertical nor horizontal.
 7. Themethod of claim 1, wherein the axis is on the card, so that one sectionof the card appears to swing toward a viewer while another section ofthe card appears to swing away from the viewer.
 8. The method of claim1, wherein the axis is above or below or alongside the card, so that allsections of the card swing toward a viewer at the same time, and swingaway from the viewer at the same time.
 9. The method of claim 1, whereinthe oscillatory rotation appears to be with varying speed and varyingamplitude.
 10. The method of claim 1, wherein the card remains less than15 degrees from the front plan view.
 11. The method of claim 1, furthercomprising: the card initially appearing to be stationary; and the cardstarting to oscillatorily rotate only when individually selected by aviewer.
 12. The method of claim 1, wherein the card is a first card, andthe method includes displaying, on the display screen, simultaneouslywith the displaying of the first card, a front view of a second card,the front view of the second card including a front plan view in which afront surface of the second card appears to be parallel with a frontsurface of the screen and further including the second card beingportrayed on the screen as rotating oscillatorily.
 13. The method ofclaim 12, wherein the first card and the second card appear to berotating oscillatorily at different frequencies from each other anddifferent amplitudes from each other and out of phrase from each other.14. The method of claim 1, further comprising: in response to receivinga trigger from an observer, transitioning from a flat view of the cardto a bent view of the card, wherein, in the bent view, a flat section ofthe card appears to be parallel with the display screen's front surfacewhile a lift tab section of the card is bent over to cover only aportion of the front surface and reveal only a portion of a rear surfaceof the card.
 15. The method of claim 14, wherein the card has oppositefirst and second peripheral vertical edges and opposite first and secondhorizontal peripheral edges, and wherein (i) the entire first verticaledge, (ii) the entire first horizontal edge, (iii) only a portion of thesecond vertical edge and (iv) only a portion of the second horizontaledge occupy the same pixels in the bent view as they respectively do inthe flat view.
 16. The method of claim 14, wherein the transitioning isanimated and gradual such that an observer can perceive the lift tabsection appearing to be lifted away from plane of the screen and over toarrive at its position shown in the bent view.
 17. The method of claim1, wherein the oscillatory rotation gradually decreases until reaching afull stop.
 18. The method of claim 1, wherein the displaying isimplemented as part of a graphical user interface (GUI) of a vendorwebsite of a merchant that sells cards, and wherein instructions forimplementing the GUI are received at the display screen over theInternet from a server that hosts the website.
 19. The method of claim1, wherein the top, bottom and side surfaces of the card aresubstantially paper thin.
 20. A non-transitory computer readable mediumstoring software instructions configured to be executed by one or moreprocessors to: cause a display screen to display a front view of a card,the front view including (i) a front plan view in which a front surfaceof the card appears to be parallel with a front surface of the screenand (ii) the card being portrayed on the screen as rotatingoscillatorily about an axis while remaining less than 90 degrees fromthe front plan view, wherein the oscillatory rotating causes the card'sfront face to appear nonparallel to the screen's front surface, and thecard has negligible thickness such that side surfaces of the card do notembody a design or information that is revealed by the rotation.